The decision to consolidate was called in an effort “to create efficiencies and embark on longer-term partnerships with its agencies”, with a total of 29 brands across Personal Care and Home, Food and Ice Cream categories up for pitch.
In a statement this morning, the FMCG giant said O&M was awarded 17 brands for creative, and seven brands for digital leadership after “showcasing a strong point of view on how to operationalise A.R.T. (Authenticity, Relevance and Talkability), along with a long history of consistent expertise in beauty, intimate knowledge of moms and passion for the Unilever business.”
The brands for creative are:
- Total Foods (Knorr, Lady’s Choice, Best Foods)
- Total Skin (Pond’s; Dove Masterbrand including Deos and Skin; Eskinol, Master, Skin Matters, Block & White, Lux, Manifesto)
- Total Hair (Dove Hair, Sunsilk, Clear, Toni & Guy) except Creamsilk
While the brands for creative and digital are:
- Pond’s Men
- All Things Hair
“The Total Foods for both creative and digital now sit under the O&M roof,” Unilever added.
The announcement follows Unilever’s appointment of Dentsu JaymeSyfu as creative agency for seven of its brands and digital agency for an additional six brands, earlier this month.
Gina Lorenzana, vice president for personal care at Unilever Philippines, described Ogilvy as an “outstanding partner” in enabling brand growth and strong advertising work on brands such as Dove, Eskinol and Pond’s.
“With their appointment as the lead agency in some of our biggest and most important Unilever brands, I look forward to even more progressive and innovative marketing programmes,” she added. “This will be much more integrated to further strengthen our brand equities, and make a real impact on the people we serve.”
Benjie Yap, vice president for foods and home care said today's environment requires Unilever to collaborate with the best agencies and engage with consumers 24/7 through all relevant touch points.
"With O&M we believe our brands are best positioned to build a strong relationship with the people that we serve and continue to win in the market,” he added.
Dennis Perez, Unilever Philippines’ head of media said that the partnership with O&M has resulted in a number of award winning campaigns.
“As we push the boundaries of creativity further, we look forward to this renewed collaboration, especially in crafting ground-breaking and pioneering ideas that put people first and build brand love,” he added.